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Grab enhances CX with a multilingual automated Messenger experience

Founded in 2012, Grab began as a ride-hailing service in Malaysia, but has since evolved and is now a super-app company with a strong presence throughout Southeast Asia. With the Grab app, people can book transport, order takeaway from restaurants, have groceries delivered, hire home repair professionals and pay bills.

The challenge

Grab was experiencing such a high volume of digital brand interactions that customer service agents were unable to address the requests in a timely manner, resulting in a backlog.

To tackle this issue cost-effectively, ensure customers' questions were being addressed as quickly as possible, and maintain customer satisfaction, Grab decided the time was right to build and launch a scalable automated experience on Facebook Messenger.

"As customers increasingly move online and expect rapid responses via conversational messaging channels, we faced unprecedented customer service challenges as we watched ticket volume rise. Given this rapidly changing operating environment across the region, it was necessary for us to move the launch of our Messenger experience up by three months."

No-code automation with Ada

Grab partnered with Ada to build its Facebook Messenger AI-powered digital assistant. Ada worked with the super-app company to create an automated FAQ based on the most common questions asked, set up a handover protocol that allowed for customers with more complex queries to be transferred seamlessly to a live agent, and integrate the Messenger experience into Grab's existing customer relationship management software.

Grab then launched its new customer service experience powered by Ada in six countries across the region: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

Responding to customers faster

Grab's automated Facebook Messenger experience has become the preferred service option for its large customer base.

The super-app brand will soon launch a Messenger-powered solution for its GrabFood service, and is working to upgrade its digital assistant by introducing detailed personas that align with the brand's voice and appeal to local populations.

With Ada in Messenger, Grab earned the following results:

  • 3x higher containment rate
  • 23% operational cost savings
  • 90% decrease in backlog
"With Ada's intuitive solution, we were able to move at speed to deploy a proof of concept and help our local teams build and refine content flows quickly and independently. We're thrilled that we have exceeded our target in the first 3 months and are looking forward to refining the Messenger-powered digital assistant."

Customer service powered by conversational AI

Experience the benefits of generative AI for customer service with Ada, and resolve more inquiries — across channels and languages — with less effort.

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